| Author |
Tsai, I-Wen, author.
|
| Title |
Online experiments. guide 1 : design and infrastructure / Claire I-Wen Tsai and Kyle Christian. |
| OCLC |
SAGE000017821 |
| ISBN |
9781529670486 : (SAGE Research Methods: Business) |
| Publisher |
London : SAGE Publications Ltd, 2023. |
| Description |
1 online resource : illustrations |
| LC Subject heading/s |
Internet research.
|
|
Electronic commerce -- Research -- Methodology.
|
| Summary |
An online experiment is a powerful tool which uses the scientific method to test how a change to an online business environment might influence consumer behaviour (e.g., purchases, click-through) when they interact with the business. This method allows managers to solve business problems using insights gained from, and supported by, the results of online experiments.Before a business manager can run an online experiment, they must first design it. The first step is to formulate a hypothesis of how a change in the environment, called a treatment, would impact specific consumer behaviour that the manager is interested in observing. Managers will also have to select metrics to measure the direction and magnitude of the changes in customer behaviour, often called key performance indicators (KPIs) in a business context (called dependent variables or dependent measured in academic experimental research). In this guide, we will use KPI as the intended audience is current and future business managers.For a business to gain most benefits from and be truly effective at online experiments they must have an infrastructure that allows them to run many of them quickly and cost-efficiently. The infrastructure needed includes a standardized process for designing and executing experiments, and people and incentives which will make experimentation accessible and seamless. |
| Source of Description |
Description based on XML content. |
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